Fox’s unveils designs for flagship new range
Northern Foods brand Fox’s is set to launch Fox’s Ambers this month; a pioneering and intended flagship new product range for the brand.
Available in three variants – Ambers, Ambers Caramel and Ambers Praline – the range has been developed inline with extensive consumer research and represents a new category of biscuit for the company: ‘Everyday Indulgence’.
A £3million integrated marketing campaign for the range centred on brand mascot Vinnie is set to break in May – the biggest new product launch ever for Fox’s Biscuits – and will encompass TV and print advertising, PR, digital engagement, sampling and point of sale activity.
The packaging for Ambers has been designed by BrandOpus, who also designed Fox’s identity harlequin effect, and aims to position Ambers as the definitive biscuit in the Fox’s portfolio.
Commenting on the launch, brand sector director for Fox’s Biscuits Rachel Moffatt said: “The launch of Fox’s Ambers is a very exciting moment for us; one that we hope will redefine the meaning of an everyday biscuit for consumers.”
And of the packaging: “We are really pleased with the Ambers design; it successfully answers our brief to create something that delivers a little pleasure and indulgence everyday. The design captures the excitement and delicious golden taste of the biscuit and will be distinctive on shelf.”